Custom offline conversions allow you to track meaningful events that happen after the initial lead capture, such as sales calls, qualification stages, or closed deals — and connect those events back to the original ad click.
This feature gives you a powerful way to mirror your CRM sales pipeline inside LeadJourney and send high-quality conversion signals back to platforms like Meta Ads and Google Ads.
📈 Examples of Offline Conversions You Can Track
You can define any stage that reflects your sales process. Common examples include:
FakeLeadReachableLeadQualifiedLeadScheduledSalesCallWonClient
These milestones help you understand not just how many leads you're getting — but how many of them are actually turning into customers.
🧠 Why This Is So Useful
By tracking custom offline conversions, you can answer questions like:
What % of leads are truly qualified?
What’s the cost per qualified lead?
Which ad campaigns generate the highest quality leads?
Where do leads drop off in the sales process?
More importantly, by sending this data back to the ad platforms, you're helping the algorithms optimize for actual revenue outcomes, not just front-end form fills.
🛠 How to Define a Custom Offline Conversion
Step 1: Go to Offline Conversion Settings
Navigate to:
Settings → Offline Conversions → Add New Offline Conversion
Step 2: Understand the Default Conversions
You’ll see two system-defined conversions:
LeadWonClient
These are required and cannot be removed. Every CRM integration must be able to send at least these two.
Step 3: Add a New Offline Conversion
Click “Add New Offline Conversion” to create your custom event.
A new row will appear. Now you can define:
3.1 Should This Conversion Be Sent Back to Ads?
Toggle “Send to Ad Platforms” if you want this conversion to be included in feedback to Meta or Google.
💡 This is highly recommended for any stage that reflects true lead value (e.g., QualifiedLead or WonClient).
3.2 Name the Offline Conversion
Give it a clear and descriptive name, e.g.:
QualifiedLeadSalesCallScheduledInvoiceSent
This name will be used in reporting and Webhook communication.
3.3 Define the Mode
Decide what should happen when multiple conversion updates are sent for the same Click ID.
Choose from:
Mode | Description |
Create New Conversion | Always record as a new conversion |
Edit Conversion with New Data | Update the previous conversion with new data |
Ignore Duplicate Postbacks | Only the first conversion is recorded; duplicates are ignored |
Keep Original Data, Increment Payout | Keep original conversion but increase the amount |
3.4 Copy the Webhook URL
Once the conversion is created, LeadJourney will generate a unique Webhook URL.
👉 Copy this URL and paste it into your CRM or automation platform.
Use it to send POST requests whenever the conversion event occurs.
3.5 Save Changes
Click “Save Changes” to activate your new offline conversion.
🎉 You're done! LeadJourney is now ready to track this new event.
🧩 Final Overview: What Your CRM Must Do
To complete the setup, your CRM (or automation tool like Zapier) needs to:
Detect the event (e.g., lead becomes “Qualified”)
Send a POST request to the Webhook URL
Include the required Click ID in the payload
🧠 Summary
Defining custom offline conversions allows you to:
✅ Mirror your CRM sales stages
✅ Track lead quality beyond the form submission
✅ Push high-quality conversions back to ad platforms
✅ Optimize campaigns for real business outcomes
If you're unsure what stages to track or how to connect your CRM —
👉 reach out to our support team. We’ll help you set it up in minutes.